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Type :thesis
Subject :HF Commerce
Main Author :Nor Jamilah Ibrahim
Title :Promotional mix and customer choice to enroll at tuition centres in Tanjung Malim
Place of Production :Tanjong Malim
Publisher :Fakulti Pengurusan dan Ekonomi
Year of Publication :2019
Corporate Name :Universiti Pendidikan Sultan Idris
PDF Guest :Click to view PDF file

Abstract : Universiti Pendidikan Sultan Idris
This study was conducted to examine the relationship of promotional mix on customer choice to enroll at tuition centers in Tanjung Malim district. The population in this study were the parents who sent their children to the five selected tuition centers. The sample consisted of 127 parents as respondents to answers the questionnaires. There were four dimensions; advertising, public relation, sales promotion and direct marketing being analysed to identify the relationship toward the customer choice of tuition centers. Around 300 structured questionnaires containing 26 items were distributed to the respondents. In this research, respondents were chosen randomly from students who attend tuition classes around Tanjung Malim by using a simple random sampling method. Software “Statistical Packages for Social Science” (SPSS) was used to analyse the data and it was presented in the forms of inferential and descriptive statistics. From the finding, it is found that the correlation analysis showed that all dimensions i.e promotional mix have significant relationship with customer choice of tuition centers. In multiple regression analysis have found that a combination of variables, namely promotional strategy elements (advertising, public relation and publicity, sales promotion and direct marketing) explained by 34.2% of variance in the customer’s choice of tuition Centre. The results of this study can be used as a guideline for organisations make the effective promotional strategies to attract customers attention for subscribing their services. Recommendations to the studies conducted in the future is to increase the population in this study for enable researcher to generalize their finding with most higher confident.

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